Welcome back to Lending Leadership: The Mortgage Pros—your trusted resource for mastering the ever-evolving world of mortgage lending.On today’s episode, we’re diving deep into what borrowers are really looking for in 2025, 2026, and beyond. With Dave Holland, Tom Mills, and Robert Fillyaw at the roundtable, we explore how borrower expectations have shifted in our tech-driven world. We reflect on where the industry has come from—remembering handwritten directions, in-person meetings, and even FedEx’d disclosure packets—and contrast those experiences with today’s landscape of instant information, online applications, and the ever-growing influence of online reviews and social media.This conversation will bring you decades of firsthand insight from the three of us as originators and leaders in the business. We'll talk about the new realities facing mortgage pros, from dealing with savvier, more informed clients to balancing high-touch service with the need for instant gratification, and how to avoid getting left behind as the market continues to change.We discuss everything from the commoditization of our roles to how to stand out as a trusted advisor, and offer tactical strategies to ensure you’re not losing deals you never really had in the first place.Key takeaways:The Borrower Has Changed—And You Need to Change Too: Borrowers in 2025 and beyond are savvier and faster-paced. They’re better educated, do extensive research, and want instant access to information—without sacrificing full-service support. If you’re not adapting to this shift, you risk becoming obsolete.Building Trust and Value is the Cure for Commoditization: Online tools and information can make mortgage professionals feel like a commodity. The key is positioning yourself as a trusted advisor by adding context, expertise, and human value that clients can’t get from rate-shopping alone.Online Reviews and Personal Brand Matter More Than Ever: Borrowers trust online reviews, often more than recommendations from friends or realtors. Building a strong digital reputation—and using it tactically in your interactions—can be the differentiator that wins you business in competitive situations.Rapid, Responsive Communication (“Speed to Lead”) is Non-Negotiable: Today’s clients expect immediate acknowledgment and answers—whether by text, call, or app alert. Failing to provide real-time communication can quickly send borrowers to online lenders or your competitors.Lean Into Technology, But Don’t Lose the Human Touch: Digital point-of-sale (POS) systems and online apps simplify the process, but don't let them replace personal connection. Schedule consultations, ask open-ended questions, and take time to really listen—your ability to assess and address individual borrower concerns remains your best sales tool.We hope you find these insights as valuable as we do. Join the conversation—let us know what’s working for you as you adapt to the needs of today’s and tomorrow’s borrowers!Robert, Tom, and Dave

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